Premarin 2015 U.S. PROMOTIONAL AUDIT REPORT

Published July 2016 • 22 Pages

The 5 Key Questions Addressed by this Report:

• How many physicians were reached by Premarin through personal promotion in 2015 and how does this compare to its peer set in the Hypoestrogenism, Menopausal Syndrome, and Vasomotor Symptoms markets?
• What promotional mix was leveraged (e.g., sales rep detailing, physician education, and paid speaking) and what was the median spend on each type of activity?
• How does Pfizer’s depth of coverage vary within key specialties (e.g., Obstetrics/Gynecology, Family Medicine, and Internal Medicine) and how does this compare to its peers and the overall set of rep-accessible physicians?
• How often are physicians receiving paid meals for Premarin throughout the year (e.g., monthly, quarterly, annually)?
• Who were the most detailed prescribers and top paid speakers/consultants for Premarin in 2015?

Data Sources and Methodology:

• MDDetails leverages company-reported financial transaction data disclosed through CMS Open Payments. This data set captures all transfers of value (e.g., speaking fees, consulting fees, travel, education, and meals) made on behalf of a drug or device manufacturer to a physician. Currently, 30 months of longitudinal data is available – covering payments to more than 800,000 U.S. healthcare professionals.
• Over 32,600 paid interactions across 11,500 physicians made on behalf of Premarin were carefully examined to support our analysis. In addition, interaction data from 7 peer products (e.g. Brisdelle, Duavee, Estrace Cream, Estring, EstroGel, Evamist, and Osphena) was leveraged to provide benchmarking and market insights.